Japan is one of those places that reveals itself slowly. For William P. Lauder, Chair of the Board of Directors of The Estée Lauder Companies, each visit offers a new perspective- it could be through a conversation with colleagues, a walk through a department store, or a simple cup of tea.
Lauder recently returned to Tokyo to spend time with employees, visit retail locations, and take in the city through both a business and personal lens. Along the way, he explored how consumers are discovering beauty today, participated in traditional cultural experiences, and found inspiration in the country’s unique ability to balance innovation with tradition.
In this travel diary, Lauder reflects on the people, places, and moments that stood out most during his latest visit to Japan.
Returning to Tokyo
I have been fortunate to visit Japan many times, and it remains one of my favorite countries in the world. No matter how often I return, I always find myself noticing something new.
On this visit, I found myself paying attention to the little things. The way a purchase is carefully wrapped. The precision of a tea ceremony. The care that goes into presenting a meal. Even after many trips, those details continue to surprise me.
That attention to detail is part of what makes Japan so fascinating. It appears everywhere, from hospitality and retail to food and design. As someone who has spent much of my career thinking about how consumers experience brands, I always leave with new ideas and a deeper appreciation for how thoughtful experiences are created.
One of the most memorable moments from this trip was visiting the Le Labo store in
Marunouchi, where I had the opportunity to create the brand’s Tokyo city exclusive scent, GAIAC 10. The fragrance advisors, or “souls,” as Le Labo calls them, guided me through every step of the process, from blending the fragrance to labeling the final bottle.
That level of care creates a very different kind of relationship between brands and consumers, one grounded in trust and respect.
Collaboration and Learning from the Next Generation
William P. Lauder
William P. Lauder
In Tokyo, I joined our Japan-based employees for a town hall hosted by James Aquilina, President & General Manager, The Estée Lauder Companies Japan. These conversations give me the opportunity to thank our teams for all they have delivered and encourage them as they continue shaping the future of our business.
At the town hall, we reflected on the values that have shaped our culture and discussed the future we are building together. I also had the privilege of recognizing long-serving employees, some with more than two decades of service.
These moments remind us that leadership is stewardship. They also remind us that our greatest strength has always been our people.
I also had lunch with members of the Reverse Mentor team, a company-wide program that pairs Gen Z and millennial employees with senior executives to share insights on trends, technology, and culture. In Japan, that conversation felt particularly important because younger consumers are changing the path to beauty discovery. Our Reverse Mentors helped me better understand how they move between the digital world and the physical store.
Experiencing Traditional and New Retail
Around the world, the retail experience is changing, and Japan is one of the markets where you can see that evolution most clearly. Reports can tell you what is happening, but our brand representatives in store—beauty advisors, consultants, artists, and guides—can often tell you why. That is one reason I always try to spend time on the retail floor when I travel.
At Nihonbashi Takashimaya, one of Tokyo’s iconic department stores, I visited several of our brand counters, including Estée Lauder, Tom Ford Beauty, Clinique, La Mer, Bobbi Brown, MAC, and Jo Malone London.
What makes the market especially fascinating today is the way traditional retail exists alongside entirely new forms of discovery. That was immediately clear during my visit to @Cosme in the Harajuku and Aoyama district. @Cosme is both a beauty platform and a retail destination where consumers engage with products in a highly dynamic way. You can feel the connection between digital influence and physical retail everywhere, through rankings, reviews, sampling, storytelling, and the excitement of seeing what is trending in real time.
Experiences like these are also a reminder of how often ideas born in Japan resonate far beyond the market itself. When we launched Aveda in Japan, our teams developed a hair product specifically for Japanese consumers. It later became one of Aveda’s hero products globally. That is part of what makes Japan such an important source of inspiration: when we listen carefully to local consumers, we often uncover insights that travel much further.
On this trip, I also visited NEWoMan Shinjuku, a modern retail concept that reflects how shopping environments are evolving. Walking through the space, I was struck by how much time people were willing to spend exploring. They were discovering, comparing, sampling, and learning. It was a reminder that consumers increasingly value experiences that feel engaging and personal, not simply transactional.
Dining, Entertainment and Exploration
No visit to Japan would be complete without mentioning the food. We had a team dinner at TRUNK(HOUSE) in the historic neighborhood of Kagurazaka.
I have always loved Japanese cuisine, especially sushi and soba, but what continues to surprise me is how easily Japan balances tradition and experimentation. On this trip, I even had omakase pizza.
I say this carefully as a New Yorker, but I might say the pizza I’ve had in Japan is better than the pizza I’ve had in New York recently.
We visited fish markets bright and early, tasted Japanese snacks picked up along the way, and found the kind of local, authentic places I always hope to discover when I travel.
Two moments stand out most: participating in a traditional tea ceremony and seeing the cherry blossoms at their peak. Both offered a reminder that some of Japan’s most memorable experiences are also its simplest.
Reflecting on Another Successful Visit
Despite having been to Japan many times, the country always feels exciting and new. I came to listen and learn, and I left with an even deeper appreciation for what Japan can teach us.
This market shows that the future of beauty does not have to lose the human touch. It can be shaped by technology, community, and new forms of discovery while still being grounded in service and trust.
For me, that is one of Japan’s greatest lessons. Innovation and tradition are not competing forces. The most meaningful experiences often bring the two together, creating something that feels both fresh and timeless. That balance is one of the reasons I look forward to returning every time I visit.
This article was originally published on Forbes.com